O&M bagged the Agency of the Year Award with a total of 70 points at the Effie Awards 2007, which was held in Mumbai on October 12. Lowe came a close second with 65 points. As expected, the Yahoo! Big Idea Chair Award went to McCann Erickson’s Happydent White campaign. While Lowe won the Grand Effie for its ‘Condom Bindaas Bol’ campaign, JWT bagged the Marico Uncommon Sense Award for its campaign on ‘Sunsilkgangofgirls.com’. The Effie Client of the Year Award went to PSP-One, ABT Associates for its brief on ‘USAID-Yehi Hai Sahi’ case study.
O&M bagged a Gold each for the MotoFlio and Hutch Ranga Shankara Theatre festival campaigns. The agency also received three Silvers – one each for the ‘Cadbury-Miss Palampur’ campaign, ‘Asian Paints Apex Ultima’ and ‘Motorola - from No 4 to No 1 position’ campaign. For the case study presentation on MotoFlip, the agency had presented its brilliance in signing actor Abhishek Bachchan at the right time, turning the table around and eating into Nokia’s massive market share in India, and more importantly, getting the phone featured among the list of the top 10 most preferred handsets in India. O&M’s campaign for Hutch Ranga Shankara Theatre Festival that won a Gold under the category of Integrated Advertising Campaign had a brilliant insight that sought to invigorate the dying live theatre drama in the country by actually taking drama to people at various public places across cities and towns with professional actors.
Madhukar Sabnavis, Country Head-Discovery and Planning, O&M, said, “We are absolutely ecstatic about our victory. We are feeling motivated and are looking forward to continue the good work in future.” Sabnavis further said that all the case studies presented by O&M were of high quality, and that they deserved their wins.
Besides bagging a Gold for USAID’s Condom Bindaas Bol campign, Lowe also won a Silver and three Bronzes.
McCann Erickson’s Happydent White proved once again that it was one of the most creatively and craftily done television commercial, winning not only a Gold, but also the prestigious Yahoo! Big Idea Chair Award. Commenting on the campaign’s winning streak, Prasoon Joshi, Executive Chairman, Regional Creative Director for South and South East Asia, McCann Erickson, said, “The campaign for Happydent White has won many awards around the world. I am glad that it has won a Gold as well as the Yahoo! Big Idea Award at the Effies. We are certainly taking further inspiration with this and hope that we come up with even better campaigns in future.”
With only a single entry, Bates managed to win a Gold for Marico’s ‘The Uncommonsense’ campign. Subhash Kamath, CEO, Bates, said, “We are ecstatic. Marico had given us a challenging brief and I am glad we came up with an insightful strategy and developed a terrific campign. Unlike other entries, which could be supported with sales figures and market shares, our campaign was created to attract better talent into Marico, making it unique in its own way.”
As is known, the Effie Awards were started in the US and has been in operation for the last 38 years. The Bombay Ad Club was the first club to get an Effie affiliation in Asia. It has an international standard of judging with strict adherence to policy frameworks and to the criteria set internationally. Dorab Sopariwala, a renowned name in the world of re-search and analysis, was the Proctor for the Awards.